Marketing Terminology

  • A/B Testing

    TL:DR Testing two versions of a webpage, email subject line, landing page, CTA, etc. to see which one performs better.

  • Artificial Intelligence

    A computer, machine, or software system or process that can mimic certain aspects of human intellect. AI programs may be able to display image perception, reasoning and voice recognition.

  • Baseline

    The starting point from which comparisons are made for analysis, performance improvement, forecasting and strategy creation.

  • Blogging

    Originally, the term was web log or weblog and Individuals, small business and even large corporations write articles, commentaries, and the like, publishing regularly on their website. A primary component of the inbound marketing method, blogging helps to drive website traffic, builds thought leadership and authority, and drives leads.

  • Bottom of the Funnel (BOF)

    A stage in the buying process, this happens last – when leads move through the top of the funnel (identifying a problem), the middle (shopping for solutions), and finally, to the bottom, where they’re ready to buy. At this stage, leads are interested in a demo, a call, or a free consultation.

  • Brand

    Anything that brings about awareness of a specific product, service or business while separating it from other establishments.

  • Business-to-Business (B2B)

    Describing a business that markets – or sells – to other businesses.

  • Business-to-Consumer (B2C)

    Describing a business that markets and sells to consumers (think Apple).

  • Buyer Persona

    A summary of your ideal buyer, based on market research, data and hypothesis. The representation helps marketers define their ideal audience and it helps salespeople determine lead quality.

  • Call to Action (CTA)

    Call to action is a marketing term for any device designed to prompt an immediate response or encourage an immediate sale. A CTA most often refers to the use of words or phrases that can be incorporated into sales scripts, advertising messages or web pages that encourage consumers to take prompt action.

  • ClickThrough Rate (CTR)

    This number shows the people that move through your website or marketing campaigns. It’s actually the “clicks” or actions prospects take, divided by the total number of actions people could take. Hence, the name “clickthrough rate.”

  • Closed-Loop Marketing

    The practice of closed-loop marketing is being able to execute, track and show how marketing efforts have impacted bottom-line business growth. An example would be tracking a website visitor as they become a lead to the very last touch point when they close as a customer. When done correctly, you’d be able to see just how much of your marketing investment yielded new business growth. One of the biggest business benefits of implementing an inbound marketing strategy and utilizing inbound marketing software is the ability to execute closed-loop marketing.

  • Conversion Path

    The path, or course of actions, a prospect will go through to eventually become a lead. These events can include a call to action, lead form, thank you page, downloadable content, etc.

  • Conversion Rate

    Percentage of people who take a desired action, such as filling out a form, registering, signing up for a newsletter, or any activity other than just browsing a web page.

  • Conversion Rate Optimization (CRO)

    The process of improving your site conversion using design techniques, key optimization principles, and testing. It involves creating an experience for your website visitors that will convert them into customers. CRO is most often applied to web page or landing page optimization, but it can also be applied to social media, CTAs, and other parts of your marketing.

  • Corporate Identity

    All symbols, colors, logos, etc., that make up the public image of an organization.

  • Customer Acquisition Cost (CAC)

    A measurement that allows you to assess the cost of scaling up your business. It can be calculated by dividing the time and money spent on customer acquisition for a specific period of time by the number of new customers gained. (Money + Time Spent)/Number of New Customers For example, if you spend $500,000 on Sales and Marketing in a given month and added 50 customers that same month, then your CAC was $10,000 that month.

  • Demographics

    A specific profiling aspect that takes into consideration age, gender, income, family life, social class, etc. It’s often used in segmentation or for focal points in marketing and advertising strategies.

  • Engagement

    Keeping prospects and customers interested in your brand and invested in your success with the understanding that it’s to their benefit, as well.

  • Engagement Rate

    A measurement of likes, shares, comments or other interaction a particular piece of content receives.

  • Evergreen Content

    Content that is valuable to a reader today, in 5 years and in 10 years. This “evergreen” content is timeless, offers the highest-quality information and offers huge SEO benefits.

  • Geographic Segmentation

    Segmenting a group of audiences based on where they live or where they are located.

  • Ideal Customer Profile (ICP)

    The type of customer who meets all the criteria you’re looking for in a prospect. In other words, your perfect client.

  • Internal Marketing

    Efforts to offer a marketing plan to individuals and executives within your own firm to gain their approval and/or support.

  • Key Performance Indicator (KPI)

    A means to measure the performance of various factors, from employee functions to marketing tactics. Tracking KPIs will help your organization achieve its goals.

  • Lead generation

    Activities with the purpose of generating interest about your product or service. These activities may include content marketing, advertising, referrals and partnerships.

  • Lead Nurturing

    Sometimes referred to as “drip marketing,” lead nurturing is the practice of developing a series of communications (emails, social media messages, etc.) that seek to qualify a lead, keep it engaged, and gradually push it down the sales funnel. Inbound marketing is all about delivering valuable content to the right audience -- and lead nurturing helps foster this by providing contextually relevant information to a lead during different stages of the buying lifecycle.

  • Lead Qualification

    Determining whether a client fits your organization’s vision of the ideal customer.

  • Market Research

    High-intelligence research and development of a specific industry for the betterment of sound business decisions.

  • Marketing

    The process of identifying, anticipating and satisfying customer requirements in a profitable way.

  • Marketing Automation

    This is the tool that lets you “automate” your marketing campaigns. Through lead nurturing, behavior-based strategies and more, you can use marketing automation to send the right marketing messages to the right people at the right time.

  • Marketing Calendar

    A marketing calendar is a written roadmap for marketing activities. It visualizes your planning and when to complete strategies. In other words, it is an actionable tool to achieve your marketing goals in a certain period.

  • Marketing Mix

    Marketing may refer to the process of value exchange that is facilitated by the 4 Ps. The term 'marketing mix' is a foundation model for businesses, historically centered around product, price, place, and promotion.

  • Marketing Qualified Lead (MQLs)

    Leads that have been reviewed by marketing and determined to satisfy the demographics and behavioral criteria necessary to be passed along to sales.

  • Middle of the Funnel (MOFU)

    The stage of the sales funnel which a buyer enters after they have identified a problem. This is the point at which you position your business as the solution to their problem.

  • Offer

    This is an asset that you’ll offer prospects on a landing page. The offer is designed to help you generate leads, and they can include everything from a webinar, ebook, checklist, template, demo and more.

  • Performance Marketing

    Performance Marketing is a comprehensive term that refers to online marketing and advertising programs in which advertisers and marketing companies are paid when a specific action is completed; such as a sale, lead, or click.

  • Personal Development Plan

    Developed for individuals who are looking to evaluate their S.W.O.T. analysis to plan their future achievement and success.

  • Propensity Modeling

    Propensity models are often used to identify those most likely to respond to an offer, or to focus retention activity on those most likely to churn. The model may be applied to your database to score all your customers or prospects. You can then select only those who are most likely to exhibit the predicted behaviour, for example response, and focus your mailing activity appropriately.

  • Qualified Lead

    A lead that is qualified meets your company’s criteria, or buyer persona attributes, and is more likely to buy. A marketing qualified lead meets marketing objectives, while a sales qualified lead meets sales objectives.

  • Referral

    A prospect or lead generated from someone who may be interested in what the salesperson is selling.

  • Relationship Marketing

    Establishing relationships with the intent of developing a long term association with a prospect or potential customer. This strategy is much less expensive than gaining new customers.

  • S.W.O.T. Analysis

    An internal study often used by organizations to identify their strengths, weaknesses, opportunities, and threats.

  • Target Marketing

    A group of customers toward which a business has decided to aim its marketing efforts and merchandise.

  • Top of the Funnel (TOFU)

    Whereas Bottom of the Funnel (BOFU) prospects are in the ready-to-buy stage, TOFU customers are at the initial stages of the buying process. They are looking for answers to a problem they just realized they are having. Marketers create TOFU content that help prospects identify the problem and leads them to solutions.

  • Traditional Marketing

    Traditional marketing refers to any type of marketing that isn't online. This means print, broadcast, direct mail, phone, and outdoor advertising like billboards.

  • User Experience

    The experience a user has with your brand/website, from the moment they discover you, through the purchase and beyond – where customers become advocates.

  • Viral Marketing

    A method of product promotion that relies on getting customers to market an idea, product, or service on their own.

  • Workflow

    A series of emails designed to nurture leads. A powerful marketing asset, you can use workflows to engage leads, learn more about prospects, segment lists, and much more.